How to Select, Manage, and Fire a CPG Broker

Standard broker commission ranges: 3-5% for natural and specialty channel, 5-7% for conventional grocery, 7-10% for foodservice or category-specialized representation. Retainer structures typically add $1,500-5,000/month on top of commission for high-touch relationships or launch-phase engagements. National broker agencies (Advantage Solutions, Acosta, CROSSMARK) sometimes negotiate blended structures for scale. The right structure depends on your stage, category, and the level of field execution you need — a retainer + reduced commission often works for launches; pure commission works for mature brands with volume.

Not always. Brokers add value when you need buyer meetings you cannot get directly, field execution you cannot staff (retailer resets, demos, competitive audits), or specialized channel expertise (foodservice, natural, conventional, DSD). Brokers do not add value when your sales are concentrated in 1-2 retailers you already have direct relationships with, your founder is the sales function, or you are pre-launch without inventory and category story to support broker effort. Test the with-broker vs without-broker economics on incremental revenue and retention before signing.

National brokers (Advantage Solutions, Acosta, CROSSMARK) have field team footprint across the country and work best for brands doing $10M+ in wholesale with multi-retailer reach. They provide breadth. Specialty brokers (Presence Marketing, Continental Sales, Green Spoon Sales for natural; regional operators for specific channels) provide depth in a specific channel or category. Emerging brands almost always start with specialty brokers for launch and category focus, then add national broker capability as they scale. Some brands run hybrid — specialty broker for natural channel, national broker for conventional.

Scope of representation (retailers or channels included/excluded), commission rate and payment terms, retainer amount and payment terms, term length and renewal, termination provisions (notice period, residual commission), performance milestones (optional but useful), reporting cadence and format, promotional support obligations, and account exclusivity or non-compete terms. The two most-negotiated items: performance milestones (does the broker have a performance floor they must meet) and residual commission (how long after termination do you owe commission on business already in the pipeline). Standard notice is 90 days; standard residual period is 30-90 days on business already booked.

A broker is typically an independent agency representing multiple non-competing brands, paid on commission or retainer + commission by the brand. A sales rep is typically an employee of the brand, salaried plus incentive, focused exclusively on that brand's accounts. Brokers scale better in early stages (variable cost, broad relationships); in-house sales teams scale better at $20M+ concentrated in 2-4 large accounts (accountability, brand focus, career progression). Many mid-scale brands run hybrid — in-house sales team on top accounts, broker representation everywhere else.

Track specific milestones: buyer meetings booked and held per month, new-item submissions in flight, reset coverage completed, promotional calendar adherence, deduction disputes filed and won, retailer PO growth on covered accounts. Grade against pre-agreed milestones monthly for the first 90 days and quarterly after. Underperformance signals: missed meetings, retailer feedback that the broker is absent, MCB unreconciled, new-item paperwork errors, promotional programs missed. If two consecutive quarters miss milestones without a credible corrective plan, transition planning should begin.

Give the contractual notice (typically 90 days written), define account transitions before notifying the retailer, notify buyers directly with a short professional note introducing the new representation, pay any residual commission owed on business in the pipeline, and close out MCB and deduction reconciliation cleanly. The broker network is small and talks — a clean exit preserves your reputation and your retailer relationships. A messy exit costs you shelf space and creates disputes that can outlast the relationship itself.

Leading natural and specialty channel brokers include Presence Marketing (extensive Whole Foods coverage), Continental Sales, Naturally Chicago, Green Spoon Sales (West Coast focus), Rainforest (specialty and specialty grocery), and dozens of strong regional operators. Each has category strengths and retailer relationship strengths — the right broker for beauty is not the right broker for supplements is not the right broker for beverage. Ask any distributor buyer for their honest read on the brokers active in their category; the answers are consistent and informative.